A new campaign from the official beer of the UEFA Champions League challenges football fans to the ultimate decision – watch the big match with your mates, or ditch them for a VIP ticket to the game.
This is the dilemma Heineken offers to lifelong Roma supporter Simone in a new short film initially posted online on 8 March to leverage interest in the latest round of tournament games..
For Italian Simone, it seems, the decision is fairly simple when it comes to Roma’s Champions League tie with Real Madrid.
The stunt-style spot is shot by cameras following super fan Simone’s match experience: from his big decision and dodging his mates calls, to his Stadio Olimpico experience (while his friends watch the game at home from the sofa).
But, as ever with Heineken prank promos, Simone is in for a surprise!
Simone his shocked to see his friends appear on the in-stadium big screen and sue the PA to urge hi to jump into a waiting helicopter and head home to watch them match with them instead.
Viewers are encouraged to watch the clip and then let Heineken know what they would when faced with Simone’s dilemma.
The film is one strand of Heineken’s ongoing, omnichannel #ChampionTheMatch global tournament leverage programme – an activation campaign that this month alone also includes former competition winner and beer brand ambassador Ruud van Nistelrooy show Mexican supporters how to overcome the odds to celebrate UEFA Champions League with Heineken,
and Rio Ferdinand’s ‘Behind The Mask’ stunt which saw him transformed into ‘The Substitute’ using state-of-the-art cyber scanning and transformed with prosthetics by Hollywood expert Robert Kurtzman (who has worked on films such as Predator, Dusk til Dawn, Scream and The Hulk).
All elements of #ChampionTheMatch are seamlessly amplified across multiple channels and platforms – from traditional TV work to social media.
Behind the mask, behind the scenes. Watch how we transformed @RioFerdy5 to #ChampionTheMatch #UCLhttps://t.co/QctWecwjQ3
— Heineken (@Heineken) March 16, 2016
.@RioFerdy5's game face can finally come off. The Third Half starts now. #ChampionTheMatch #UCL #CityvKyiv pic.twitter.com/VrPNQo7bPL
— Heineken (@Heineken) March 15, 2016
.@RioFerdy5 is flexing his Twitter fingers. Join him live at 20:30 CET for #MCFC vs #DynamoKyiv #ChampionTheMatch pic.twitter.com/lBeLgwjL4M
— Heineken (@Heineken) March 15, 2016
Comment:
We love this brilliant dilemma video (yet another success for Heineken in its impressive Arsenal of stunt spots) along with so much of Heineken’s best-in-class Champions League activation.
The ad has also proved a major success on social media too with more than a million views within its first week.
Heineken has a long sponsorship history with the UEFA Champions League: playing on the synergy between the world’s most international premium football competition and the world’s most international premium beer.
2016 marks the ninth-consecutive year of Heineken’s UEFA Champions League sponsorship.
This season’s activity builds on the previous year’s #ShareTheSofa campaign and the campaign’s evolution sees activation evolve from an enriched in-game star player Twitter Q&A, to a multi-channel, immersive entertainment pre-, in- and post-game platform that leverages so many supporters’ match day rituals with engaging, interactive and shareable content
The objective behind the 90-market #ChampionTheMatch campaign evolution is to drive broader appeal of match nights.
‘Our Champion The Match campaign encourages football fans worldwide to create world class experiences, whether they are watching the TV at home, or out in a bar with friends,’ outlines Heineken global activation director Erik Tuijt.
‘The games are social occasions that last longer than just the 90 minutes on the pitch. Fans’ match day rituals are important and we want to help them make the most of the whole experience, not just the match itself. We want to encourage fans to host the ultimate match nights – be that at home or in bars; watching the matches with friends.’
From the UEFA Champions League Trophy Tour, to ticket and merchandise competitions, traditional advertising executions, social and interactive assets, endorsers/ambassador led work and once-in-a-lifetime experiences and branded events (like Heineken’s Ibiza Final) Heineken brings its tournament sponsorship to more than 220 countries via marketing and PR.
Heineken’s current UEFA Champions league deal is scheduled to run until the end of the 2017/18 season.
Links:
Heineken YouTube:
https://www.youtube.com/user/heineken
Heineken Tumbrl:
http://heineken-agegate.tumblr.com/#heineken/
Heineken Instagram:
https://www.instagram.com/Heineken/
Heineken Twitter:
Heineken Facebook:
https://www.facebook.com/Heineken
UEFA Champions League:
